Marketing Guides & Articles
Practical guides and firsthand industry knowledge — no fabricated case studies, no inflated claims.
Marketing Analytics & Attribution
How to Analyze Week-Over-Week Campaign Performance
A practical walkthrough for comparing two reporting periods without jumping to conclusions — what to look at first, and how to use a structured diagnostic instead of guessing.
Marketing Analytics & AttributionThe Difference Between Blended ROAS and Platform ROAS
Platform-reported ROAS and blended ROAS (MER) use the same formula but very different inputs — here's why they diverge and when to trust each one.
Google Ads & Paid Media
Understanding CPM, CTR, CPC, and Conversion Rate Together
CPM, CTR, CPC, and conversion rate aren't four separate numbers — they're linked by exact formulas. Here's how they fit together, with a worked example.
Google Ads & Paid MediaHow to Diagnose a Sudden CPC Increase
A step-by-step approach to figuring out why your average cost per click went up, using the exact relationships between CPM, CTR, and CPC.
Google Ads & Paid MediaWhy CPA Increases Even When Conversions Increase
CPA can rise even while conversions grow, if spend grows faster. Here's the exact math behind it, and how to tell whether traffic cost or conversion efficiency is driving it.
Marketing Profitability
How to Calculate Your Break-Even ROAS
A step-by-step guide to finding the minimum ROAS you need to break even, using contribution margin rather than gross margin.
Marketing ProfitabilityWhy ROAS Doesn't Tell You Whether Your Ads Are Profitable
ROAS measures revenue against ad spend, not profit. Here's why a 'good' ROAS can still lose money, and what to check instead.